Com2602

Contents

DECLARATION 1

1. INTRODUCTION 3

2. QUESTION 1: COMMUNICATION IN THE ORGANISATION 3

1.1 Defining an ‘organisation’ 3

1.2.1 Organisational Communication 4

1.2.2 Business Communication 4

1.2.3 Management Communication 4

1.2 Defining the term strategy 4

3. QUESTION 2: THE RATIONALE FOR INTEGRATING ORGANISATIONS’ COMMUNICATION 5

2.1. Defining Communication Integration: 5

2.2.1 External market trends 5

2.2.2. Trends within the organisation 5

2.2.3 Societies’ demands for organisational integrity 5

2.3 Three principals of communication integration 6

CONCLUSION 6

SOURCES CONSULTED 7

1. INTRODUCTION

Communication in an organisation is essential in ensuring that the perception of the organisation’s brand by stakeholders is aligned to that of those who manage the organisation. An integrated approach is necessary to ensuring that all communication being relayed to stakeholders is seen to be unbiased; thus strengthening the relationship between the stakeholder and the organisation. In this essay the organisation will be defined, followed by a look an in depth look at three of the six fields of communication, namely: organisational communication, business communication and management communication. The first part of this essay will be concluded by a discussion on the three main themes that encompass the term ‘strategy’. The second half of this essay will focus on the rationale for integrating organisations’ communication by exploring the principles of communication integration as well as discussing areas where change and evolution have led to the need for communication integration.

2. QUESTION 1: COMMUNICATION IN THE ORGANISATION

1.1 Defining an ‘organisation’

(Barker & Angelopulo, 2006) define an organisation as “a social collectivity or a group of people working together to achieve individual and common goals.” This definition can be extrapolated; based on assumptions, to mean that an organisation is comprised of...